Design e estratégia de branding na construção do guia de expressão de marca para profissional autônoma: a criação da marca Laysa Miriam

Abstract

The present study concentrates on the subjects of branding and design, with the objective of investigating the contributions of these disciplines to the brand-building process in the context of a self-employed professional. The objective of this study is to adapt and apply this knowledge to the development of the Brand Expression Guide (GEM), which was formulated by CecÌlia Consolo (2015). The GEM is a tool designed to promote brand appreciation and build authority. The methodology of the project involves an adaptation of the GEM, in conjunction with the concept and elements of Primal Branding, as presented by Patrick Hanlon (2006). This approach is intended to direct the project towards the establishment of a brand community in the future. The result of this endeavor was the formulation of a comprehensive branding strategy and the establishment of a distinct identity for the Laysa Miriam brand. This strategy is meticulously documented in a GEM, which provides a detailed exposition of the conceptual framework underpinning the brand and the methodology for its implementation. The GEM serves as a foundational document that will facilitate more effective management of the brand in the future.